Contenu connexe Similaire à A Strategy for Social Media Analytics (20) A Strategy for Social Media Analytics2. What Are We Covering Today?
A Strategy for Analytics
Choose an Analytics Tool
Case Studies
© 2014 Havas Media / Socialyse
4. What does Social Media Analytics involve?
It is a three stage process
• Use of
monitoring,
listening and
insights tools
Capture Data
• Sieve out the
noise and get to
metrics that are
meaningful
Understand
Data • Use of charts and
diagrams to turn
data into insights
Present Data
© 2014 Havas Media / Socialyse
5. What’s the ROI of Social Media?
There is no single ROI for social media.
Every social media metric should tie to a business metric, which should
map to a business goal
© 2014 Havas Media / Socialyse
6. Building a proper framework is the key first step
.
Technology
Identify tools based on strategy, metrics, and organisation
Organisation
Identify required
resources
Identify required
training
Identify barriers
Metrics
Define success Recommend actions
Strategy
Define business objectives Identify required insights
© 2014 Havas Media / Socialyse
7. Consider several factors that affect your brand as well
Brand Health
Marketing
Optimisation
Revenue
Generation
Attitudes, conversations & behaviors
towards your brand
Improving effectiveness of marketing
programs
Where & how your company generates
revenue
© 2014 Havas Media / Socialyse
8. Consider several factors that affect your brand as well
Operation
Efficiency
Customer
Experience
Innovation
Where & how your company reduces
expenses
Your relationship with customers & their
experience with your brand
Collaborating with customers to drive
future products & services
© 2014 Havas Media / Socialyse
10. Assess first what are your priorities for analytics
Data Quality Brand Situation
Vendor
Support
Training
Sessions
Language
Support
Alerts
Find out what features you’ll need from a tool
© 2014 Havas Media / Socialyse
11. Use multiple tools…
The key is not the number of tools used, but
whether they are, individually and collectively, the
right ones for the job in terms of effectiveness, price
performance, service, support, and results
© 2014 Havas Media / Socialyse
12. …but be wary of Frankenmetrics
capture, analyze,
and interpret this
data
Clearly define
your goals and
strategies
focus on the
metrics that
support them
find your
data
sources
© 2014 Havas Media / Socialyse
13. How Do You Measure & What Tools Do You Use?
Facebook
Insights
Third-Party
Tools
Google
Analytics
Youtube
Analytics
Sysomos
© 2014 Havas Media / Socialyse
15. Let’s Look At Post Types
Pink Line = Likes, Comments, Shares
Blue Line = Post Clicks
Insight:
Our posts have been a mixture of Links and Photos, and typical
with most fanpages, the Photo posts do the best compared to
Links. We should try out Video Posts to see if the fans react
better to those or to Photos
© 2014 Havas Media / Socialyse
16. People Engaged
Data:
The people who are most engaged with the page are also within the
same age group of 25 – 44. We’re hitting the right target audience
with our content and paid media.
© 2014 Havas Media / Socialyse
17. Page Post Analysis
Insight:
Listed above are posts that
minimum 10.5%
engagements.
These posts are generally
under Eco Tech & Design and
Fan Talk categories.
There are also high
engagement where there is
mentioned of Faces & Places
photo contest.
© 2014 Havas Media / Socialyse
20. Campaign Performance – Influencer use
• We were able to analyze the bloggers with the most reads, clicks and conversions through
implementing an image served by our double click servers.
• Christine provided highest reach whilst Hubsch garnered highest conversions.
• This helped the client in pointing out which bloggers they should return to for respective
objectives of future campaigns.
© 2014 Havas Media / Socialyse
22. What Do You Listen For?
http://moz.com/ugc/how-to-improve-your-business-roi-with-social-media-listening-dont-just-listenengage
© 2014 Havas Media / Socialyse
26. Case Studies: MasterCard
Mastercard “conversation suite,” a
dedicated team of four sits and
listens to what stakeholders are
saying about the brand.
When this team is sleeping, its
counterpart in Singapore, Dubai and
Australia takes over.
The main team (U.S.) of four
collaborates internally with PR,
marketing, product and customer
service teams to better engage
stakeholders.
http://www.digiday.com/brands/inside-mastercards-social-command-center/
© 2014 Havas Media / Socialyse
27. What Else Did They Learn?
1. Influencers are not just bloggers.
• They identified journalists who issued stories about MasterCard and
related stories
• Plus, which media outlets are most prevalent
2. Conversations about your brand need not include your brand name
• Their study revealed that there are 30 million conversations
happening a month on social media platforms tallking about
MasterCard.
• The brand was part of less than 1 percent of these conversations.
• Today, the company is looking for conversations that mention
Mastercard or topics relevant to the brand, like a world beyond cash,
emerging payments and financial inclusion
© 2014 Havas Media / Socialyse
28. Social Analytics is here to stay
Start with your objectives
Use a mix of tools
Integrate Analytics from the beginning
Allocate right resources and efforts
Summary
© 2014 Havas Media / Socialyse
29. Thank you!
Cedric Dias
Digital Director and Head of Social Media, Havas Media
Head (APAC), Socialyse
cedric.dias@havasdigital.com
D: +65 6645 4729
M: +65 9796 9646
T: +65 6645 4700